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Strategic Hiring - A Case of Emirates Airlines’ Cabin Crew Recruitment*

CASE STUDY, HUMAN RESOURCE MANAGEMENT
ET Cases - GSMC, 10 Pages

Case Preview

Strategic Hiring - A Case of Emirate Airlines’ Cabin Crew Recruitment

 

Merlina was just scrolling down the list of friends who liked her recent post on professionalism on her Facebook mobile app. Suddenly, a pop-up link appeared. She was about to close it thinking it was some junk ad when it caught her attention as she read the magical words, EMIRATES HIRING.

The strategic hiring advertisement said, “Where could you be tomorrow?” (Exhibit I).

“Wow! That was the moment I had been waiting for”, she thought aloud.

The ad took her to an Emirates portal, she checked the website of the company and understood the core values for which the company stood for. To her amusement, she found that she endorsed a similar value system as a person (Exhibit II).

The Emirates Group had been successful over the years because it selected, rightly engaged and retained talented employees from across the world who matched the people proficiencies the corporation stood for.

All staffing needs were managed absolutely by the Emirates Group’s Recruitment Department. The Cabin Crew recruitment team travelled regularly to more than 60 countries to select the best people. The Emirates Cabin Crew Recruitment Team held international assessments in different countries each month to choose the best of the talent wherever it was.................

Teaching Note Preview

Strategic Hiring - A Case of Emirate Airlines’ Cabin Crew Recruitment

 

Synopsis

The case is about the recruitment philosophy of Emirate Airlines (Emirates). The HR team was supposed to assess 200 incumbent candidates for Air Hostesses on a given selection process. The HR team was flooded with 1650 candidates. However, the company did not want to disappoint any one and at the same time the HR team believed that it was an opportunity for better talent hunt. They did not mind stretching beyond working hours since they imbibed the core philosophy of the company, i.e., ownership of the organization. In the same vein, the HR did not want to dilute the recruitment policy and it wanted to scrupulously follow the hiring interviews for employee-organization fit candidates. The value inventory of the company included professionalism, emotional quotient, cosmopolitan outlook, cultural assimilation, appreciation of diversity, execution skills in stressful work situations and a good amount of conflict resolution skills. The case presents a situation where the recruitment team selected Merlina, an organization-fit candidate. The case is useful for recruitment managers to study, analyze and emulate Emirates’ hiring philosophy.

Prerequisite Conceptual Understanding (PCU)/Before the Classroom Discussion

The MBA students or participants should be encouraged to read and understand the assigned study material, analyze the case issues and participate vigorously in class discussions. Case analysis should reveal the attendees’ aptitude to comprehend strategic hiring principles. The price of flawed recruitment can be enormous both in terms of lawsuits arising from neglectful hiring and impact on organizational efficiency.

  • • Phillips J M and Gully S M, “Strategic Staffing”, 3rd Edition (2015), Pearson Prentice Hall – To examine HR Strategies to succeed in a geographically diverse HR landscape where talent is the most critical resource.

 

Case Positioning and Setting

The case can be used in MBA, Executive MBA and Management Development Programs for HR Specialization students and HR Managers. The case falls under the area of Strategic Hiring in Human Resource Domain and it is aimed at sensitizing HR managers to go out of the established frameworks of hiring to find out the right candidate who has value fitment with the organization. This case is relevant to all categories of service industry especially hospitality.

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Product code: HRM-1-0069, HRM-1-0069A

Abstract

Emirates was a luxury airline based in Dubai, known for its profligacy and politeness in treating customers, thanks to the studious nature of over 20,000 employees across five continents who took the ownership of the brand and displayed enormous organizational citizenship behavior. Emirates’ recruitment team was highly professional and meticulous to take on the challenges in hiring the right talent from around the world whose value systems synchronized with that of the company and assured a talent pool of human capital advantage. To this effect, the Emirates Cabin Crew Recruitment Team conducted international assessments in different countries each month. This case study presents a scenario in which there was a recruitment drive for Air Hostesses on an ‘Invitation Only Assessment Day’. From among the many aspirants, a selected few were strategically picked by the HR team. The case discusses how the recruitment team found the person-organizational fitment among its candidates to bring the best candidate on board even amidst strategic hiring deadlines and time constraints.




Pedagogical Objectives


  • To understand how the HR Strategy facilitates a value based hiring.

  • To understand how the recruiters need to be sharp enough to match the values of the individual job aspirants with the values of the organization that gives the brand its unique human capital advantage



Case Positioning and Setting

The case study can be used in MBA, Executive MBA and Management Development Programs for HR Specialization Students and HR Managers. The case falls under the area of Strategic Hiring in Human Resource domain and it is aimed at sensitizing HR managers to go out of the established frameworks of hiring to find out the right candidate who has value fitment with the organization. This case is relevant to all categories of service industry especially hospitality.




* GSMC 2017, IIM Raipur


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